PROJECT REPORT

ON

A study of Digital Buying Behavior in Delhi NCR

Submitted in the partial fulfilment of the degree of

Bachelor of Business Administration

(2017-2020)

SUBMITTED BY:-

VISHESH DIXIT
02313401717

Under the guidance of

MS. Anshika Rajvanshi

(Sr. Assistant Professor)

Ideal Institute of Management & Technology

(Affiliated to Guru Gobind Singh Indraprastha University, Delhi)

(16 - X Karkardooma, Institutional Area, Delhi-92)

0|Page
 DECLARATION

I VISHESH DIXIT, herby state that this report has been submitted to Ideal
Institute of Management & Technology in partial fulfillment of the requirements
for Bachelor of Business Administration Program on the topic A STUDY OF
DIGITAL BUYING BEHAVIOR IN DELHI NCR

The information of this report is based on my Project work. Any part of this report
has not been reported or copied from any report of the University and others.

Date:-

VISHESH DIXIT

02313401717

ANSHIKA RAJVANSHI

Approved By:

Dr. Vineeta Sharma Prof.(Dr.)Anil Prakash Sharma

Principal(1st Shift) Director(IIMT)
 APPROVAL FORM

Name of the student:- VISHESH DIXIT

Enrolment No.:- 02313401717
Title of the Project:- “A STUDY OF DIGITAL BUYING BEHAVIOR IN DELHI NCRS”
Name & Address of the Company:- Mango Media, Gurugram

Name of Guide Dr. Vineeta Sharma Prof.(Dr.)Anil Prakash Sharma

Designation Principal(1st Shift) Director(IIMT)

 CONTENT

S.No Title Page No

1. Executive summary 3-5

2. Introduction 6- 33

3. Objectives 34-43

4. Literature review 44-50

5. Company Profile 51-58

6. Research methodology 59-67

7. Data Analysis 68-70

8 Findings 71-71

9. Conclusion 72-72

10. Bibliography 73-75

EXECUTIVE SUMMARY

The project work is pursued as a part of BBA (Bachelor in Business Administration)

Curriculum at “Ideal Institute of Management and Technology”. It is under taken as an
internship at Mango Media, Gurugram. The project is done under expert supervision and
guidance of Mrs. Anshika Rajvanshi and Mr.Sumit Gupta (Manager, Digital Marketing at
Mango media).
Title of the Internship Report is “Digital Marketing: A New Way of Marketing
Communication” and Objectives of the Internship are to understand the
requirement of clients, formulating strategies for clients, executing those strategies
to achieve their brand objectives and understand the change in consumer buying
behavior in digital era.

Thus it gave me the opportunity to learn about digital marketing services and my tasks was
divided in 4 phases:
1. Services knowledge: This included the theoretical knowledge about the field and services
which needed to be marketed.
2. Executing Digital Marketing Activities: This included the implementation of the
knowledge imparted to me and the test of my marketing skills. Initially I was accompanied by
company guide so that I can learn how to perform and understand the concept. This also
enhanced our interpersonal skills and confidence level.
3. Writing: This included content writing for social media and client’s website.

4. Research: To understand the consumer buying behavior in digital era.

Methodologies used for achieving the objectives are client servicing and a
research. I have done one research using an online questionnaire. The title for the
research is “Digital Marketing: A New Way of Marketing Communication”.
The successful completion of this internship indicates that the future of marketing
is in the hands of digital. I conclude my research by quoting again that “Brands
can’t sustain without digital presence”
 INTRODUCTION

To begin with, as a part of the curriculum a summer internship program was to be

conducted for a period of two months. Given a choice one was allowed to choose
the field in which he/she was interested. As my interest and curiosity was in online
or digital marketing I choose to work with a Mango Media. Mango Media is Delhi
based online marketing & web development company focused on providing you
business-centric strategic solutions to the companies. I choose the company to
explore about digital marketing? Because it is booming industry, the growth of
digital marketing is tremendous and expected to grow more.

Due to this summer internship, I learnt every aspect of digital marketing include
(business development process, content writing, social media).Digital marketing
companies follow a standard process of approaching clients. There are certain steps
which cannot be altered or skipped. These are followed in sequences and executed
after evaluating the process again and again. In digital marketing your team should
be strong enough to deliver what your client expecting, as under digital marketing
everyone work is interconnected and with a team only one campaign can get ready.

An extensive literature review is done on the concepts and theories related to web
advertising. A review of Research papers, articles is undertaken to take note of and
acknowledge work that has been done in the field of web advertising. The
secondary data is collected from reputed Journals and Magazines, Newspapers,
articles, Internet websites and Archives.
 DIGITAL MARKETING

Meaning:

Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a

collective name for marketing activity carried out online, as opposed to traditional marketing
through print media, live promotions, tv and radio advertisement.

The rapid growth of Digital Marketing Industry is a direct consequence of the global
phenomenon that is the Internet, and effectiveness of Digital Marketing channels in generating
revenue and awareness. Compared to traditional methods of advertising, Digital Marketing
offers rather realistic costs (particularly important for small- and medium-size businesses and
start-ups), accurate targeting and excellent reporting.

Fig.1

Source: www.mdirector.com
 Digital Ecosystem

•Search Engine (SEO/SEM)

•Displays (Banners,Rich media Banners)
Integrated •Mobile Marketing
•Social media

Channels •Email
•Video
•Websites

•Analytics

Intergrated •Content management

•Advanced Targeting
•Creative
•Research + Planning
Services •Digital strategy

Fig.2
Source: https://www.digitalmarketer.com/digital-marketing/
DIGITAL MARKETING CHANNELS

1. SEO (Search Engine Optimization)

Search engine optimization (SEO) is the process of affecting the visibility of a

website or a web page in a search engine's "natural" or un-paid ("organic") search
results. SEO may target different kinds of search, including image search, local
search, video search, academic search,) news search and industry-specific vertical
search engines.

As an Internet marketing strategy, SEO considers how search engines work, what
people search for, the actual search terms or keywords typed into search engines
and which search engines are preferred by their targeted audience. Optimizing a
website may involve editing its content, HTML and associated coding to both
increase its relevance to specific keywords and to remove barriers to the indexing
activities of search engines. Promoting a site to increase the number of back links,
or inbound links, social book marking, directory submission is the another SEO
tactic.

SEO OR
ORGANIC

Fig.3
Source: https://www.digitalmarketer.com/digital-marketing/

2. SEM (Search Engine Marketing)

Search engine marketing (SEM) is a form of Internet marketing that involves the
promotion of websites by increasing their visibility in search engine results pages
(SERPs) through optimization and advertising.] SEM may use search engine
optimization (SEO), which adjusts or rewrites website content to achieve a higher
ranking in search engine results pages, or use pay per click listings.
 SEM/PAID ADS

SEM/PAID ADS

Fig.4
Source: https://www.digitalmarketer.com/digital-marketing/
3. SMM (Social Media Marketing)

Fig.5

Source: https://www.simplilearn.com/
Social media marketing is the process of gaining website traffic or attention
through social media sites.Social media marketing programs usually center on
efforts to create content that attracts attention and encourages readers to share it
across their social networks. The resulting electronic word of mouth (eWoM)
refers to any statement consumers share via the Internet (e.g., web sites, social
networks, instant messages, news feeds) about an event, product, service, brand or
company. When the underlying message spreads from user to user and presumably
resonates because it appears to come from a trusted, third-party source, as opposed
to the brand or company itself, this form of marketing results in earned media
rather than paid media.

Engagement

In the context of the social web, engagement means that customers and
stakeholders are participants rather than viewers. Social media in business allows
anyone and everyone to express and share an opinion or an idea somewhere along
the business’s path to market. Each participating customer becomes part of the
marketing department, as other customers read their comments or reviews. The
engagement process is then fundamental to successful social media marketing.

Facebook Marketing

Facebook is the world's most popular social network for both businesses and
individuals. With over one billion users, your friends and fans are likely already
using the platform -- and you should be too!
In fact, people are 51% more likely to make a purchase after "liking" a brand
on Facebook. Facebook marketing requires a good intellects and unique thinking
to make the campaign effective.

Fig.6

Source: https://www.simplilearn.com/

In face book marketing in fact in visual /web marketing your content speaks a loud
that is why make sure your content should be relevant to your audience and
business.

Thumb rules:

 Emphasize on visualization. Rich visuals make the best content and the best
timelines. ‘Highlight’ posts to give them the full width of the Face book
container. To make it more attractive
 ‘PIN’ posts, these posts stay at the top of the feed promoting posts.
 Ensure FB apps have relevant info, your audience is looking for
 Analyze what works, and what doesn’t work: Face book Insight. Edge Rank.
Social bakers
Twitter marketing

Twitter’s flexible, real-time platform allows you to get creative and drive results at
the same time. Whether you’re looking to drive sales, increase brand awareness or
launch a product.
Twitter marketing is not much popular than face book but still it has an impact on
audience

Fig.7
Source: https://www.lyfemarketing.com/
The very first thing in twitter marketing you need to understand and learn the
twitter terminologies well.
1. HASHTAG
A hashtag is any word beginning with the # sign. People use hashtags to organize
conversations around a specific topic. Clicking on a hashtag takes you to search
results for that term.
2. MENTION
Sometimes you want to bring a Tweet to someone’s attention, but you still want all
of your followers to see the message. So instead of a reply, use a mention. Include
the @username of whomever you want to mention in your Tweet, and it will
appear in the Mentions section (in the Connect tab). All @username mentions are
clickable and link back to the mentioned individual’s profile.

3 REPLY
You can respond to a Tweet by hitting the reply button. When you reply, your
response is public, and will show up in your home timeline and the timeline of the
person to whom you are responding. The reply will also be visible in the home
timelines of people who follow both you and the person to whom you sent
the reply. Meaning, someone not in the conversation has to follow both of the
people replying to be able to read both sides of the conversation.

4.RETWEET
You can pass along someone’s Tweet by retweeting it. Just hit the retweet button
to send the original message to all of your followers.

5 LINKS
Twitter’s link- shortening feature allows you to paste a link of any length into the
Tweet box and it will automatically be shortened to 19 characters. This makes it
easier to fit long URLs into the 140 character limit.

6. FAVOURITE
You can favourite the tweet for future reference. This is just like an archiving
something that’s really interesting to you.
7. DM (direct message)
You can send private messages to someone, just like an email. For DM, sender and
reciver should be following each other

Thumb rules:
 Remember, you just have 140 characters which twitter is going to expand
soon.
 Utilization of # hash tags Tweets with hash tags get twice the engagement of
those
Create a list of #Hash tags relevant to your brand Build a campaign around
those #Hash tags and invite followers to re-tweet.
 Posts with images have double the engagement of those without even though
users can’t see them until they click on them. It creates an interest among the
audience.

Linked in Marketing

LinkedIn is the world's largest social network for professionals. With over 161
million registered users in more than 200 countries, more than two million
companies have created LinkedIn Company Pages to vie for their attention. If you
are in B2B business this platform is very useful for you to connect with companies
directors and marketing person.

Pinterest
It is a visual discovery social network. It is a way of sharing images of
anything,from fashion to pets to pot plants. You can crete your own online
pinboards to suits any theme and share ot with likeminded people.
Pinterest completely revolves around the premise of being creative and visual. 70%
users are female and aged between 25 and 44. So if you are targeting women
pinterest is the right platform. Pinterest is now one of the top 10 social networking
sites tracked by Hitwise.

Fig.8
Soure: https://www.lyfemarketing.com/

How brands can use pinterest

Pinterest does not encourage product pushing, this means brands must look at
crating boards that are culture and lifestyle related. You can create boards on
trends, behind the scences, preliminary sketches for products etc.
Instagram
Instagram, the new revolutionary photo-sharing program, making it easier that ever
to share your best pictures with the world. The social media program allow you to
upload, add digital filters, and then post your pictures on your Instagram-feed, as
well as other social networking sites. You can connect your Instagram account
with Facebook, Twitter, Tumblr, Flickr, Foursquare and your email account. This
makes it easy to share your pictures on multiple platforms all at once.
 Fig.9
Source: https://www.lyfemarketing.com/
Google +

Google has described Google+ as a "social layer" that enhances many of its online
properties, and that it is not simply a social networking website, but also an
authorship tool that associates web-content directly with its owner/author. It is the
second-largest social networking site in the world after Facebook. 540 million
monthly active users are part of the Identity service site, by interacting socially
with Google+'s enhanced properties, like Gmail, +1 button, and YouTube
comments..In October 2013, Google counted 540 million active users who used at
least one Google+ service, of which 300 million users are active in "the stream".

Fig.10
Source: https://dreamsdigi.com/digital-marketing

You tube
YouTube is a video Social Networking site, and the 2nd most popular search site
on the Internet after Google, who owns YouTube. YouTube video watching is a
significant activity on the Internet, with over 1 billion visits to YourTube daily and
over 100 million videos watched daily. And it's easy for anyone who sees your
video to rate it and share it with his Social Network.
 ODA (Online Display Ads)

Display advertising appears on web pages in many forms, including web banners.
Banner ad standards continue to evolve.

Fig.11
Source: https://dreamsdigi.com/digital-marketing

ORM (Online Reputation Management)

Online Reputation Management coined by the public relation. Basically ORM is a
process include-
 Undertake the comprehensive research and analysis the online content.
 Track your users’ actions and opinions about brand.
 Reduce your risk of featuring amongst the negative user sentiments.
 Enhance your web presence and create positive perceptions.
 Fig.12
Source: https://dreamsdigi.com/digital-marketing

MM (Mobile Marketing)

Mobile marketing is marketing on or with a mobile device, such as a smart phone

Mobile marketing can provide customers with time and location sensitive,
personalized information that promotes goods, services and ideas.

Fig.13
Source: https://fangdigital.com/
 Email Marketing

It usually involves using email to send ads, request business, or solicit sales or
donations, and is meant to build loyalty, trust, or brand awareness. Email
marketing can be done to either sold lists or current customer database

Fig.14
Source: https://dreamsdigi.com/digital-marketing

CLIENT SERVICING

Client Service Executive will act as the bridge between the client and the agency.
He will speak to the client to get a brief understanding of what he/she wants. In
addition you will also study the market for the product or service for which the
advertisement is being made, analyze market dynamics, target customers, their
needs and behavioral patterns, the competing product, buying patterns of
customers and various other market related factors.

Responsibilities of a Client Servicing Executive

 The client servicing executive is responsible for handling queries from the
clients.
 Should take down brief from the client and make the desired changes as per the
client’s needs by communicating to the creative team.
 Have an in depth knowledge about the clients' products, brand, culture, market
position and their overall needs/services.
 Should have exemplary communication skills, so as to increase the comfort
levels of the client.
 The client servicing executive should ensure that the client stays with the
advertising agency for a longer period of time.
 Responsible for generating business and billing from the client.

Attributes of Client Servicing Executive

 Coordinates with all the departments in the agency and clients, besides staying
calm under pressure
 Should possess good managerial, presentation and exceptional communication
skills
 Should spend ample amount of time with the client, fulfilling their needs and
requirements
 Attend meetings with the clients when there is a need and jot down the brief of
the session
 Client servicing executive should be well groomed and properly attire
Steps in involved in doing client servicing is given below.

 Brief: Role of an agency will start only after receiving the brief form
potential clients. Potential clients are actually interested to do some
communication activities. They will forward their brief to two or three
agencies. Brief will contain details like,

 Name of the brand

 Name of the product

 Objectives of brand

 Background of brand

 Target group of the brand

 Challenges of the brands

 Duration of campaigns

 Desired result

 Budget of the campaign

 Creative requirement

 Pitch Presentation: Presentation made by agency to client based on the

brief forwarded by them. Pitch presentation is like a medicine for the client,
this presentation will give complete idea about market to client and
strategies what brand need to adopts. Client will see the pitch presentation.
If client is satisfied with the pitch, they select that agency for their future
communication process. Pitch presentation while always contain following
details.
  Objectives of brand, marketing and communication

 Analysis of industry based on market size, challenges and

opportunities. For these agencies will use research reports of
researching agencies.

 Introduction of digital media and India. It includes Internet

population of India, Social media and presence of Indian
population..etc.

 Analysis industry in digital. This includes competitor analysis in

digital platform based on no. of search for client, no. of social media
fans and no. of YouTube videos.

 Strategies will complete based on objectives and requirements of

brand the client. Strategies for each client are different.

 Proposal: Above mentioned two step are for new clients. Basically proposal
and pitch are similar in nature but purpose is different. Proposal is for
existing client, if existing client required to start a new campaign agency
will forward proposal to client. Proposal put forward by agency contains

 Campaign objective

 Target market

 Strategy

 Approaches

 Estimated cost

 Outputs
 Review: Client will review the proposal put forward by agency. Clients will
analysis the impact of campaign based on the cost, reach and result. If client
is not satisfied with the proposal they will inform the agency.

 Revised negotiation: If clients have any problem with proposal, agency

will analysis the proposal and rewrites the proposal based on the interest of
the client. This proposal is entirely different from the last proposal. Mostly
client will like this proposal. If client don’t like this proposal they will ask
the agencies to redo the proposal.

 Final proposal: Proposal which finally put forward to clients by agency,

this need to be more effective and attractive to the client. In most of the
cases clients will like first proposal itself. It will max-to-max go for a
review only.

 Approved: Proposal or pitch need to get approval from client, then only
agencies can able move forward by starting the creative works or other step.

 Estimate Signed: It’s a contract between client and agency. After getting
approval from client, agency need a contract which showing agency to work
behalf of client. It is also know media estimate. This contract consist of,

 Client name and Brand name

 Agency name

 Start date

 Website / Publisher details where campaigning will do

 Grand Total

 Clicks or leads which expected from campaign

 Commission of the agency, VAT and Service Tax

  Signature of client and Agency

 Releasing Order (R.O): After making the contract and before starting the
campaigning, agency will make Releasing Order and send to publishers/
Vender. Google, Yahoo, Time of India ...Etc are the some of the publisher/
vendors. They are also known as suppliers. Releasing order is also type of
contract between agency and publisher, R.O authenticating publisher to
place the ads in their portals. Releasing order consist of

 Agency name

 Brand Name

 Campaign Name

 Supplier Name

 Period of Campaign

 Clicks expected

 Total Amount of the campaign

 Term and Condition including procedure of payment

 Signature of the agency and Suppliers

 Creative: In this step creative team will execute the idea or plans of
campaigns in to final formats of the ads. Ads may be normal banners, Rich
Media ads or videos. Basically creative if one of heart part of the campaign.
Client servicing personal want to convey the needs of the brand to creative
team based on the clients requirements. Client servicing personal will show
the creative work to clients and get approval from them. If client is not
 satisfied with the work, agency will redo the creative work and get approval
from them.

 Run Campaign: After completing the creative work agency will start
running the campaign to reach audience. For this client servicing personal
will send the creative work to the publishers. They will do the campaign in
the behalf of agency.

 Reports: Reports submitted by which vendors to agency, based on the

running campaigns of clients. The entire vendor while submit report to
agency, client servicing personal will receive these reports. Reports show
how many people clicked on the ads or total impression obtained.

 Compile: After getting all reports from vendors, client servicing personal
will compile these reports and submit to clients. So client also know how
many impression or click they got from running the campaign.

 Optimization: If client us not satisfied by the campaign result. Agency will

make changes in the campaign for improving the effectiveness and to
achieve objectives. Change may be improving the content quality, changing
the vendor and selecting the new vendors..etc.

 End: End of the Campaign after achieving the objective or time duration, if
the client is interested in going with the campaign agency will do that.

 Review of Campaign: Evaluating campaign based on standard and actual

performance of campaign. It will help to understand what isobar planned
and what actually happened. Based on this review agency can able improve
the future campaigns.
  Bills: In this step vendors will submit bills to agency. Agency will compile
all the bills in to one bill and forward to clients. Billing process will be once
in a month.

 Payment: Payment of bill by client to agency and then to vendor by agency

after deducting the commission and tax. Tax including VAT and service tax.

A STUDY OF DIGITAL BUYING BEHAVIOR IN DELHI NCRS

As part of this internship, I have done a research to understand the consumer

buying behavior of Indians in the digital era. First, we can understand consumer
buying behavior, Kotler and Keller defined consumer buying behavior as “the
study of the ways of buying and disposing of goods, services, ideas or
experiencesof the individuals, groups and organizations in order to satisfy their
needs and wants”.

Fig.15
Source: https://blog.markgrowth.com/

Stimulus is advertisement. Dad is watching a football game and sees an ad for

digital cameras. He thinks, “That looks good.”

First moment of Truth it will happen in the shopping Shelf. He goes to his
favourite electronics store, where he sees a terrific stand- up display for that same
digital camera. The packaging is great. A young sales guy answers all his
questions. He buys the camera.

Second moment of truth is Experience or Post Purchase behaviour. Dad gets

home and the camera records beautiful pictures of his kids, just as advertised. He
becomes loyal to the brand.

Later in 2012 Google coined a model and named it as ZMOT or Zero Moment of
Truth. Google coined this model through research of 5000 shoppers and asked
them a simple question, how many sources of information you will collect before
making a purchase decision? The survey revealed that the average shopper uses
10.4 sources of information, ranging from TV commercials and magazine articles,
to recommendations from friends and family, to websites, ratings to blogs. [25]
ZMOT model of customer buying behavior is like this.

Fig.

Fig.16

Source: https://blog.markgrowth.com/
Let’s take the pervious example; dad purchased the camera after see television ad.
But now, after seeing an ad dad will open his laptop and make a search or ask in
social networking sites or visit company site or see customer rating before making
an action. Then only first moment of truth and second moment of truth will come.
So presence in digital is important for brands, they need to use this platform to
convince customers.

In this ZMOT report Google is advising brands to go for multi-screen marketing.

The reason for this was “77% of viewers use another device while they are
watching TV”. So if brands go for multi- screen it will help to create efficient
stimulus in customers

INDUSTRY ANALYSIS

(BUSINESS MODEL OF INDUSTRY)

ATD- Agency Trading Desk DSP- Demand Side Platform SSP- Selling Side Platform

Fig.17
Source: https://www.business2community.com/
Clients would give authority to agencies, to wear the shoes of clients. Agency will
create ads, which may be banner ads or videos. After the creation and getting
approval from clients, agency while find out the portals or websites where the T.G
is present. Later give the order to DSP or ATD, this order contains details
regarding where to place ads or which portal is requiring to placing the ad. This
DSP/ ATD will bid in ad exchange for that portal. Otherwise agency can directly
approach to ad networks and give orders. These ad networks buy the inventories
from publisher and give to agency. From publisher view he can sell inventories
through Ad networks or through SSP. If publisher give to SSP, they will place
those space in ad exchange for bidding. Through ad exchange DSP/ATD will buy
those inventories. Bidding will not only for space but also for T.G which required
for clients.

Ad exchanges are technology platforms that facilitate the bids for buying and
selling of online media advertising inventory from multiple ad networks. The
approach is technology-driven as opposed to the historical approach of negotiating
price on media inventory.

A demand-side platform (DSP) is a system that allows buyers of digital

advertising inventory to manage multiple ad exchange and data exchange accounts
through one interface. Real-time bidding for displaying online ads takes place
within the ad exchanges, and by utilizing a DSP, marketers can manage their bids
for the banners and the pricing for the data that they are layering on to target their
audiences.[8] A supply-side platform or sell-side platform (SSP) is a
technology platform, web publishers of the world use a supply-side platform to
automate and optimize the selling of their online media space.
 OBJECTIVES

 To understand the consumer buying behavior in Digital era.

 To know affinity in customers for collecting information before purchase.
 To determine out the media, which is most important in creating stimulus in
Delhi NCR?
 To understand the media consumption of Indians.
 To figure out how Delhi NCR people will purchase a product.
 To understand post purchase behavior of Delhi NCR people
 LITERATURE REVIEW

 J Suresh Reddy, 2016 Indian Journal of Marketing “Impact of E-

commerce on marketing”.
Marketing is one of the business function most dramatically affected by
emerging information technologies. Internet is providing companies new
channels of communication and interaction. It can create closer yet more
cost effective relationships with customers in sales, marketing and
customer support. Companies can use web to provide ongoing
information, service and support. It also creates positive interaction with
customers that can serve as the foundation for long term relationships
and encourage repeat purchases.

 Neelika Arora 2016, Advertising Express “Trends in Online

Advertising”.
The global online advertising revenues are expected to touch US$260.4 bn by
2020. By 2017, Indian advertising industry is estimated to be Rs 63,000 crore
(US$ 10 billion) with both print and TV having a share of 38-40% each. In
India, Internet as a medium is accepted by a wider industrial segment that includes
automobiles, telecom, education, banking, insurance, credit cards, FMCG (Fast
Moving Consumer Goods), apparel/clothing, durables, media, business services
and tourism. Out of these, it is estimated that the banking, FMCG and insurance
sectors together account for 45% of the total advertising spend. In comparison to
this, automotive, travel and retail spend 37% of the total advertising revenue and
financial service companies spend 12% only. Some of the top spenders in India are
automobiles, followed by brands like Pepsodent, Kellogg’s, Cadbury, HDFC
(Housing Development Finance Corporation Ltd.) loans and Sunsilk. In addition to
these the early adopters in the field of finance and IT are also increasing their
spending. Globally, the trend is that almost 60% of the revenue goes to five firms-
Goggle, Yahoo, Microsoft, AOL(America Online Launchers), and Overture.
Approximately, 90% of the Goggle revenues come from advertising. In India,
portals like indiatimes.com, exchange4media.com, rediffmail.com,
agencyfaqs.com etc are attracting major online spender.
This article explains demographic profile of Indian users. It also gives the
comparison between global trend and Indian trend, which is useful for my research
work.

 Sumanjeet, 2018 Indian Journal of Marketing “On Line Banner

Advertising”.
Online banner advertising has great potential as an advertising medium. It is easy
to create, place and use. It offers companies targeting well educated, innovative,
affluent males/females or students with great potential for success as their
segments are highly represented.

 Maria Chiara Riondino 2019 Nicholas Ind, “Branding on the Web: A

real Revolution?”
In this paper difference in corporate attitudes to the Web are discussed and
conclusions as to the way in which branding practice and theory are affected by the
new technology are drawn. This article explains the Web is both a distribution and
a communications channel that facilitates interaction community building,
openness and comparability.
  Jaffrey Graham, 2017 “Web advertising’s futuree Marketing strategy”
Morgan Stanley Dean Witter published an equity research report analyzing the
Internet marketing and advertising industry. The report studies research from
dozens of companies and calculates the cost and effectiveness of advertising across
various media. Branding on the Internet works. For existing brands, the Internet is
more effective in driving recall than television, magazines, and newspapers and at
least as good in generating product interest.

 Nielsen, 2018, digimarket, “impact of social media”

Social media has not only changed how people communicate online, but it has also
changed the consumption of other media too. Online social connections are used to
filter, discuss, disseminate, and validate news, entertainment, and products for
consumption. The next chapters will explain more about each of the world’s
current most widely used social media. There are, of course, many other social
networks and applications (apps) available but considering the study, the focus is
on the main Medias.

 Victor Van Valen, 2017 Forbes, “Is Your Marketing Smart”

Today advertisers not only need to cater to and directly pinpoint a precise targeted
audience, but they need to customize their advertisements as well. In web media,
you have an idea of who will see your ads, and it create an impact on your
audience. For example, you know Femina Magazine would be great to target
women so you can promote your new beauty product in this magazine. But when it
comes to online venues, how can you target the right audience when millions are
browsing?
  Vikas Bondar, 2018, Economics times “sales and marketing strategies”
Internet is a really good thing. The Internet gives people a greater amount of
information as we need. It is the best way to get a comparison of the products that
we need. If we are interested in buying, it is best for us to check the Web sites.
Also if we would like to make our own Web page we can do this, without paying a
lot of money. From where do we set all this information? The answer is from
advertising, which we see, everywhere: on TV, on the Internet, in the newspapers
and more. Year after year we get more and more new, interesting information and
in the future the Internet use will increase more than now.
This article explains how internet is useful tool for advertisement
Research methodology
Research methodology is a way to systematically solve the research problem. It
may be under stood as a science of studying how research is done scientifically. It
is a system and in-depth study for any particular subject. Its purpose is to find out
answer to questions through the application of scientific methods. It involves
collection, analysis and interpretation of data. It deals with the application and
utilization of data.

Research Problem
The selected topic for the research is “A Study of digital buying behaviour in Delhi
NCR”

Period of study
The study is conducted during the 15 June 2019 to 30 July 2019.

Objectives of the study

Primary objective
 The main objective of the study is to understand the consumer
buying behaviour in Digital era.

Secondary objectives
 To know affinity in customers for collecting information before
purchase.
 To determine out the media, which is most important in creating
stimulus in Indians?
 To understand the media consumption of Indians.
 To figure out how Indian will purchase a product.
 To understand post purchase behaviour of Indian
Scope
This study is useful for determining the consumer buying behaviour of
Indians. It can able to help brands to reach their target group through appropriate
media. It will present an idea to brands, based on where to invest in achieve their
marketing objectives.

Sample
Sample means a representation of the whole universe by a small population.
Samples for this research are under Delhi youth, who come under 17 to 45 year age
groups and who have online presences.

Sample size
The number of sample units selected from the total population is called sample
size. Sample size selected for this study is 100. Among them 64 are males and 36
are females.

Tools
Tools used for this research is an online questionnaire, which consist of 21
questions.
 COMPANY PROFILE

Fig.18
Source: https://www.mangomedia.com/

Mango Media was established as an internet marketing company in Gurugram and

has grown into a renowned Custom Web Designing and Digital Marketing Firm,
with more than 150 talented experts concentrating on enhancing your online
business vicinity. Fundamental principles of "Tweaking and turning of a web-
crawler" have been adopted in a more organized manner. With more than 2 years
of service to the web marketing sector, Mango Media has assembled long-standing
associations with customers globally.
We are digital architects and an expert team of innovators, web designers,
developers, digital marketers and copywriters, introducing you to the right
audience, bringing extraordinary digital experience. We create better client
experiences by integrating the use of technology, innovative approaches, insights
and analytical proficiency to upgrade marketing of your services.
 Vision

Our vision is to set the high standards for Digital marketing & Technology around
the world across all industries through hard work, innovation and creativity until
the preferred outcome is achieved.”

WHAT WE DO

Mango Media adds critical value at the conception of your project, and puts
outcomes high on the schedule. Our experts are experienced and simply know what
works. We've made it our art to deliver uncompromising strategies that will exceed
your desires - bringing Search Engine Optimization, Social Media Optimization, a
Web Hosting and Mobile Application and of other powerful tools into play.

Digital Marketing Online & Mobile based learning

Rethink your digital business strategy, create Services
and integrate digital operations and processes Provide content digitization, online-
to deliver the customer value proposition
mobile assessment tools, LMS,
Compliance management system, rapid
authoring tools and articulate.
Digital Marketing
Trusted consulting for end-to-end improvement

Fig.19
Source: https://www.mangomedia.com/

Online & Mobile based methods of Assessment & Learning:

Gain insight. Optimize outcomes.

Fig.20
Source: https://www.mangomedia.com/
Web Innovation Services:
Web technologies to drive industry leadership

Fig.21
Source: https://www.mangomedia.com/

HOW WE DO

Fig.22
Source: https://www.mangomedia.com/
RESULT DRIVEN APPROACH

Fig.23
Source: https://www.mangomedia.com/
MAJOR CLIENTS OF THE COMPANY

Fig.24
Source: https://www.mangomedia.com/
 Data Analysis

1) Sources of information about new Products

Other Sources 7%

News 13%

Advertisements 40%

Family 10%

Friends 30%

 Interpretation
40% of the samples saying that they get to know about a product through
advertisements, 30% get to know from friends and 10% from family and 13% from
news and rest 7% from other sources

2) Collection of information before purchasing the products

5%

Yes
No
95%

 Interpretation
Samples are highly information seekers, 95 % of the sample will do reach before
purchase.
 3) Type of information collected before purchase

Customer's Experience 21%

Quantity 11%
Attributes 10%
Quality 32%
Price 26%

 Interpretation
32% of samples are collecting information about quality of product and 26% about
price and 21% about customer experience and 11% about quantity of a product.

4) Purchasing done from an online site

19%
Yes
81% No

 Interpretation
81% of the sample did make online purchases
 5) Type of product / services purchased from online

Electronic 22%

Books 11%

Travel products 17%

Fashion accessories 19%

Kichen an home items 2%

Toys 2%

Sport equipments 11%

Gifts 13%

Automotives 3%

 Interpretation
Mostly they purchased electronic products, followed by fashion and travel
accessories through online.

6) Television watchers

7%

YES
NO
93%

 Interpretation
93% of the samples are watching T.V.
 7) Television programs watched through online portals

47% Yes
53% No

 Interpretation
53% of the samples is watching T.V programs through online portals.

8). Do you read the News through online?

26%
YES
No
74%

 Interpretation
74% are reading newspapers through online portals
 9) Mobile phone or smartphones users

yes
no

 Interpretation
All sample had a smart phones with them

10) Laptop or PC users

6%

YES
NO

94%

 Interpretation
94% of sample had laptop with them
 11) Tablet users

30%
YES
NO
70%

 Interpretation
While coming to tablets it is low, but it doesn’t mean no one is using tabs. Still,
30% of samples have a tablet.

12).An internet connection in gadgets

4%

YES
NO
96%

 Interpretation
96% of samples have an internet connection is any of these gadgets, this showing
the penetration of internet in India.
 13)Usage of these gadgets

With friends 33%

College 26%

Office 16%

Watching T.V 25%

 Interpretation
33% of the samples are using these gadgets while they are with their friends. 25%
of the samples are using these gadgets while watching T.V. 42% of samples are
using gadgets in office or college.
14). Mostly use of gadgets

Chatting 21%

Watch Videos 14%

E- books 6%

Blogging 6%

News reading 11%

Shopping 12%

Surfing 16%

Games 14%

 Interpretation
33% of the samples are using these gadgets while they are with their friends. 25%
of the samples are using these gadgets while watching T.V. 42% of samples are
using gadgets in office or college,21% use these gadgets for chatting, 16% for
surfing and 14% for watch videos & games.
 15) Noticing an advertisement
3%

YES NO

97%

 Interpretation
97% of the samples are seeing ads
16).Views on advertisements

Radio 6%

OOH 6%

Magazines 14%

Newspaper 17%

Online Ads (Banner &

35%
Videos)

TV 22%

 Interpretation
Among them 35% of samples noticed ads through online media, 22% on TVC and
17% on Newspapers.
 17).Importance given to different mediums

Radio 4%

OOH 3%

Newspapers 11%

Online 48%

TV 34%

 Interpretation
48% of the samples are saying they have trust in online ads, 34 % are saying they
have trust in T.V.
(18) Normal purchase of a product

Visit and purchase from retail shop itself 19%

Visit the retail shop and purchase from laptop 7%

Visit the retail shop and purchase from
4%
mobile
Research and purchase from laptop 11%

Research and purchase from mobile 6%

Research in mobile and purchase from laptop 10%

Research in laptop and purchase from retail
22%
shop
Research in mobile and purchase from retail
21%
shop

 Interpretation
22% of samples will do research on online and purchase from retail shop, 21% of
the samples will do research in mobile and purchase from retail shop. But 19% of
the samples will purchase directly from a retail shop only.
(19).After purchase, types of experience shares with others

Nice deal, in terms of price 14%

Bad experience 2%

Good experience 17%

All the above mentioned 67%

 Interpretation
67% of the samples will like to express their experience with others; it may be a
nice deal, good experience or bad experience with product.
 20). Ways of share your experience with others

Face to face talk 37%

In company website 4%

Write a blog 3%

Messaging 24%

Social networking sites 32%

 Interpretation
37% will share their experience through face to face talk, 32% through social
networking sites and 24% through messaging.
 Findings

 Indian customers are highly information seekers. They collect more

information about quality, price and refer customer’s experiences before
purchasing a product.
 Advertisements have high impact for creating stimulus in Indian customers.
But this stimulus will get in to action only through opinion leaders.
 Indian consumers have high tendency to go for online purchase. They have
high affinity to go online for electronic products and apparels.
 One of the current trends in Indian youth and young Indians are watching the
T.V programs via online portals. May be the main reason is convenience of
time, they can watch programs which they had skipped due to some reasons.
 The same thing is happening for the newspaper also, people have more
affinity towards online news portals. Here's the reason may be they can get
news updates very early; they don’t need to wait for daily newspapers.
 In both of these cases, one opportunity is lost for marketer and one
opportunity is emerging for them to reach their T.G.
 More than 90% of the samples have a mobile or Smartphone and laptops or
PC. 96% of samples have an internet connection is any of these gadgets, this
showing the penetration of internet in India.
 If we take tablet, penetration in Indian is low. But it doesn’t mean that no
one is using tabs. More than 30% of samples have tablet. For brands they are
getting three more platforms to reach their T.G and engage them.
 33% of the samples are using these gadgets while they are with their friends,
so just think about the reach. If one person noticed something which is cool
and awesome they will surely communicate to others.
 25% of the samples are using these gadgets while watching T.V; it’s again a
barrier for brands which use TVC only. 21% of the samples are using this
gadget for chatting and 16% are using for surfing. What they are surfing? It
can be about a product, local events or locations...etc.
 In this situation, one opportunity is again losing to brands and one
opportunity is emerging for brands to reach their T.G.
 More than 90% of samples are noticing ads, among them 35% of samples
noticed ads through online media, followed by TVC and Newspapers.
 48% of samples are telling they give more importance to online ads and 34
% of samples give importance to T.V.C.
 From the first part of this research itself, we know that customers are highly
information seeker. It may be the reason for high trust in online ads. They
can search for more information after seeing an ad or online is the only two
way communication channel for customers.
 22% of the samples do research through their lap or PC before purchasing a
product from the retail shop and 21% do research via mobile.
 Most of the Indians prefer to purchase from a retail shop only, but before
going to retail shop they will seek information about the product through an
online platform. Here is actually change happens in consumer buying
journey, early times consumer belief a product only after seeing the product
in a retail shop.
 But now Indian customers want to get conviction about a product before
going to retail shop. So from a marketers view they want to convince their
customers before going to a retail shop.
 Brands want to build a cool presence over digital platforms because the
customer will do research about the product after seeing an ad or after
getting stimulated.
 Brands are getting more touch points to reach target group in a cost effective
manner.
 CONCLUSION

The successful completion of this internship indicates that the future of marketing
is in the hands of digital. Digital marketing is not only concerned with placing ads
in portals, it consists of integrated services and integrated channels. Marketers
want to use these components in an effective way to reach target groups and to
build a brand. In this digital era marketer is not the custodian for a brand, people
who are connected across the digital platforms are the custodians.

Brands want to build their presence over digital platform, because customers have
high affinity towards digital media than other media’s. More than that customers
are highly information seekers and digital media is the only platform for two way
communication between brands and customers.

Digital media is the best platform to convert a product to a brand. Because it is

more cost effective and it provide lot of touch points to marketer. Brands can able
to engage their target group in an effective way through digital platforms. Digital
media is not only for engagement, brands can increase their customers or they can
retain their existing customers. Digital platforms help to increase the impact of
brand recall in target groups.

Indian consumers are highly information seeker and they will do research about a
product before going to a retail shop. So brands want to give platforms to
consumers to understand their product or to get a really feel of that brand.

I conclude my research by quoting again that “Brands can’t sustain without digital
presence”.
 MANAGEMENT LEARNINGS

 Get to know about challenges and opportunities for digital marketing in India.
 Gain understanding of SEO, SEM, SMM, ORM, etc
 Fulfilling each and every requirement of client is very important regardless of
whether that requirement is small or big.
 I was able to put in practice what I have learnt in my first year of MBA
curriculum.
 Leadership quality, it’s all about the impact you have on other people. You need
to have leaders within an organization. Leaders will deal with the customer,
project, etc. as a leader.
 Healthy Competition forced to do better job the trick is to learn from your
competitors quicker than they can learn from you. Always look for your
competitors’ strengths.
 Digital marketing work is all about a team work and it always try to give best
out of all.
 Time management is the big management lesson I have learnt as make
individual more divert to words it work.
 How to do a formal communication, the way how to communicate with each
level of management to get work done.
 Observation is the best teacher
 Bibliography

o RICHARD,F.T.,1996.A Definition of Advertising.[online] Available from:
http://public.wsu.edu/~taflinge/addefine.html [Accessed 9 April 2014]
o MSG,2003. Advertising Agencies Meaning, its Role and Types of Agencies.
[online] Available from: http://managementstudyguide.com/advertising-
agencies.htm [Accessed 9 April 2014]
o WIKIPEIDA,2017.Digital Marketing.[online] Available from:
http://en.wikipedia.org/wiki/Digital_marketing [Accessed 9 April 2014]
 FICCI-KPMG industry report, 2014. The stage is set. [online] Available from:
http://www.ficci.com/spdocument/20372/FICCI-Frames-2014-KPMG-Report-
Summary.pdf [Accessed 10 April 2014]
o MEDIANAMA NEWS & ANALSIS OF DIGITAL MEDIA IN INDIA, 2014.
GroupM Says Digital Advertising In India Up 30% In 2013; Rs 3402 Cr Expected
In 2014. [online] Available From: http://www.medianama.com/2014/02/223-
groupm-says-digital-advertising-in-india-30-in-2013-rs-3402-cr-expected-in-
2014/ [Accessed 10 April 2014]
o FICCI-KPMG industry report, 2014. The stage is set. [online] Available from:
http://www.afaqs.com/news/story/40235_FICCI-KPMG-Report-2014:-Indian-
ME-industry-to-touch-Rs-1785.8-billion-by-2018 [Accessed 10 April 2014]
 IAMAI report, 2013. DIGITAL ADVERTISING IN INDIA. [online] available from:
http://www.slideshare.net/TheHWD/digital-advertising-in-india-statistics-trends-2013
[Accessed on 10 April 2014]
 MADS,2013. Demand Side Plaftorm:What is a DSP and Why You Need One for RTB.
[online] Available from: http://blackboard.emediate.com/2013/02/demand-side-platform-
for-rtb/ [Accessed on 10 April 2014]
 RAN JU,2013. Online Advertising Explained: DMPs, SSPs, DSPs and RTB. [online]
Available from: http://www.kbridge.org/en/online-advertising-explained-dmps-ssps-dsps-
and-rtb/ [Accessed on 10 April 2014]
 World Population Statistics, 2013. Indian Population. [online] Available from:
http://www.worldpopulationstatistics.com/india-population-2013/ [ Accessed on 10 April
2014]
 India online, 2014. Indian population. [online] Available from :
http://www.indiaonlinepages.com/population/india-current-population.html [Accessed on
10 April 2014]
 comScore,2013. INDIA DIGITAL FUTURE IN FOCUS 2013. [pdf]
 TOI,2014. Indian to have 243 million internet user by june 2014: IAMAI. [online]
Available from: http://timesofindia.indiatimes.com/tech/tech-news/India-to-have-243-
 million-internet-users-by-June-2014-IAMAI/articleshow/29563698.cms [Accessed on 10
April 2014]

 TOI,2013.With 243 million users by 2014, India to beat US in internet reach: Study.
[online] Available from: http://timesofindia.indiatimes.com/tech/tech-news/With-243-
million-users-by-2014-India-to-beat-US-in-internet-reach-
Study/articleshow/25719512.cms [Accessed on 10 April 2014]
 Social Video Report, 2013. [online] Available from: http://socialvideoreport.com/
[Accessed on 11 April 2014]
 INMOBI research report, 2012. Media Consumption [pdf]
 Split Screen, 2011. What is digital marketing?. [online] Available from:
http://www.splitscreendigitalmarketing.com/#/what-is-digital-marketing/4547805997 [
Accessed on 11 April 2014]
 Pamela,S., 2013. Pull or Push: Which Type of Digital Marketing is Most Effective?.
[online] Available from: http://www.ipost.com/blog/email-marketing/push-or-pull-
which-type-of-digital-marketing-is-most-effective/ [Accessed on 11 April 2014]
 Kevin ,Ing.,2010. AIDMA & AISAS. [online] Available from:
http://empoweringabc.com/2010/08/04/a-is-for-aisas/ [Accessed on 11 April 2014]
 comScore.2014.[online] Available from:
http://www.comscore.com/About_comScore/comScore_Fact_Sheet [Accessed on 30
April 2014]
 comScore.2011.[pdf online ] Available from:
http://www.google.co.in/#q=uses+of+comscore [ Accessed on 30 April 2014]
 Collin, Maessen.2013 Why You Shouldn’t Use Alexa Traffic Statistics. [Online]
Available from: http://www.realsceptic.com/2013/08/12/why-you-shouldnt-use-alexa-
traffic-statistics/ [Accessed on 30 April 2014]
 John, Dudovskiy.2013 Consumer Buyer Behaviour Definition.[online] Available From:
http://research-methodology.net/consumer-buyer-behaviour-definition/ [Accessed on
3May 2014]
 Star Group Author Team. 2011 The Zero Moment Of Truth And Why Marketers Must
win It. [Online] Available from: http://www.stargroup1.com/blog/zero-moment-truth-
and-why-marketers-must-win-it [Accessed on 3 May 2014]
 Google, 2012 ZMOT Ways to Win Shoppers at the Zero Moment of Truth Handbook.
[Online] Available on: http://www.thinkwithgoogle.com/research-studies/2012-zmot-
handbook.html [Accessed on 3 May 2014]
 Martin, Weigel,2014 Brand building in a digital age: Old thinking for new times.
[Online] Available on: http://martinweigel.org/2014/02/18/brand-building-in-a-digital-
age-old-thinking-for-new-times/ [Accessed on 10 May 2014]
 Samraat, Kakkar.2014 You are Not the Custodian Of Your Brand Anymore. [online]
Available on: http://www.socialsamosa.com/2014/01/you-are-not-the-custodian-of-your-
brand-anymore/
ANNEXURE I

QUESTIONNAIRE
Understand Consumer Buying Behavior of Indians

This questionnaire will be used to understand the consumer buying behavior of Indians.

1) How do you get information about products?

Friends
Family
Advertisements
News
Other sources

2) Do you collect the information before purchasing the product?

Yes
No

3) What type of information will you collect?

Price
Quality
Attributes
Quantity
Customer's Experience

4) Did you ever purchase from an online site?

Yes
No

5) If yes, then what type of product/ service did you purchase online?

Apparels
Electronic
Books
 Travel Products
Fashion accessories
Kitchen and Home items
Toys
Sports equipments
Health and Beauty Products
Gifts
Automotive

6) Do you watch television?

Yes
No

7) Do you watch television programs through online?

Yes
No

8) Do you read newspaper?

Yes
No

9) Do you read News through online?

Yes
No

10) Do you have mobile phone or smartphones?

Yes
No
11) Do you have a laptop or PC?

Yes
No

12) Do you have a tablet?

Yes
No

13) Do you have internet connection in any of the above mentioned gadgets?

Yes
No

14) When do you use these gadgets?

While watching TV
Office
College
With friends

15) What you do with these gadgets?

Games
Surfing
Shopping
News reading
Blogging
E-booking Reading
Watching Videos
Chatting
16) Do you ever notice advertisements?

Yes
No

17) If yes, from where?

TV
Online
Newspapers
YouTube
Magazines
Out Door Hoardings
Radio

18) Mention one form of media from the list below, which you give more importance?

TV
Online
Newspaper
YouTube
Out Door Hoarding
Radio
Display ads in shops

19) How do you normally purchase a product?

Research in mobile and purchase from retail shop

Research in laptop and purchase from retail shop
Research in mobile and purchase from laptops
Research and purchase from mobile
 Research and purchase from laptop
Visit the retail shop and purchase from mobile
Visit the retail shop and purchase from laptop
Visit and purchase from retail shop itself

20) After purchase, what type of experience will you share with others?

Nice deal which you got in terms of price

Bad experience with the product
Good experience with the product
All the above mentioned

21) How will you share your experience with others?

Social networking sites

Messaging
Write a blog
In company website
Through face to face talk

Age

Gender